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Inside the burgeoning world of luxury fitness equipment 

By Lexy Lebsack

May 27, 2025

This week, I checked in with top fitness brand execs from Hercule Studio, Forma Pilates and Bala, as well as market experts, to break down the uptick in supply for luxury fitness equipment. The category has grown thanks to new collections and collaborations from fashion brands like Pucci, Celine, and Chanel; opportunities in luxury hotels; and a growing cohort of well-heeled, aesthetic-minded fitness shoppers driving demand. Additionally, AG1 enters the sleep category, L’Oréal Group expands its biotech investment, and Walmart plans for 1,500 corporate layoffs amid tariff-fueled restructuring.